Online retailer Amazon now has its own Xbox Live store. The retailer recently entered the arena of used games, and already has a downloadable PC game store -- and will now add Microsoft Points, XBLA games, and other subscriptions to its offering.

The new Amazon Xbox Live Store is currently in beta, and becomes the only other outlet besides Xbox Live Marketplace itself through which consumers can buy games and points digitally.

Customers who make purchases via Amazon's store will receive a download code they can use on Xbox Live Marketplace. The store beta launches with about 100 titles available, including Braid and Castle Crashers.

This online retail method also lets users comment, recommend and rate listings the way they do other Amazon products, and customers can send digital game purchases as gifts to other people, something not previously possible.

"PC gamers have enjoyed the convenience of digital downloads on Amazon.com for some time. Now Amazon.com and Microsoft are bringing that same level of convenience to platform gamers by expanding the reach of the Xbox Live digital platform to millions of Amazon customers," says Amazon video games and software VP Greg Hart.

"We’re happy to be extending our storefront to Amazon.com, a cutting-edge online retailer who is helping make digital distribution more mainstream," adds Xbox Live business GM Christina DeRosa.